Digital marketing trends in large data age

Mbaonline website has published an interesting statistic called "the Internet Day" : The Internet generated data flow within one day can be filled with 168 million DVD discs; photos uploaded to Facebook are stacked up to 80 Eiffel Towers, and videos uploaded to YouTube can be played non-stop for 98 years, while Pandora plays music for up to 187 million hours, if a computer It began to play in 1, and has not been finished yet ...

There is no doubt that we have entered the era of large data, these complex data is garbage also nurtured business opportunities, and the first data mining here to create commercial value is the network advertisers. As Jelf Hammerbacher, a former Facebook data expert, puts it: the smartest minds in our generation are thinking about how to get more people to click on ads. And let more people click on the premise of advertising is the data and behind the desire for accurate analysis of consumption. National double Science and technology as the leading data mining and analysis institutions, adhere to the precision marketing beliefs, and constantly improve the data analysis system, the achievements of L ' oreal, Coca-Cola, Procter and Gamble, PICC, such as a series of classic cases. In this issue, the magazine interviewed Mr. Li, vice president of National dual technology products and sales, who shared with us the trend of digital marketing in the big Data age.

Four Trends in search marketing

Based on the long-term customer service practice, Li has a deep understanding of Baidu Platform and search marketing law. He thinks that under the big Data age, the search marketing presents four trends, namely the whole product cooperation, the entire network coverage, the whole process tracking, the whole brand protection. Li continued to explain that full product cooperation is the integration of the use of search platform brand area, keywords, nuggets, Aladdin and other products in the form of brand marketing communications services. Full network coverage is to do a good job of SEM (keyword purchase) and SEO (Natural search optimization), the main site, subsites and cooperative media forms and content of the overall optimization management. The whole process tracking refers to the use of technical means to get through the front and back data, so that advertisers more clearly identify each of the advertising unit, advertising plan, keyword independent results, so that marketing decisions targeted, real-time optimization. The whole brand protection refers to in the search marketing actual combat, many advertisers put their own keyword rankings to rival search results, the industry called this nesting, there is goodwill, but also malicious, so the manufacturers need to seek brand protection, and search engine operators to achieve protection to avoid malicious harm.

Cross-terminal data mining and processing

Statistics show that the iphone's sales growth in the global market has surpassed the world population growth, with its representative of the rapid development of intelligent mobile terminals change the way consumers interact with information. In the era of mobile Internet, the national dual technology developed a MD product to help advertisers analyze their app applications and get user behavior data. According to Li introduced, national double science and Technology is the first at home and abroad to get through wireless and web data service providers, the customer successfully in the wireless and traditional Internet data correspondence analysis, continuous tracking user online behavior, and then help advertisers to quantify and evaluate, optimize digital marketing decision-making.

China's dual technology currently provides wireless data analysis products have two categories, a class is the charge, mainly for the application of app companies, such as Sichuan, Shanghai mobile operators, signed some cooperation. The other is free, to be serving the brand advertisers to quantify the analysis of their own app, perfect mobile terminal layout strategy. Li also believes that there are differences between mobile terminals and traditional PC terminals, such as analyzing content and user time. He believes that the key to Cross-platform analysis is the use of cloud computing technology, will be more than the end of data access to a consumer to restore a more vivid, comprehensive three-dimensional to find his diverse consumer demand.

Digging up more valuable fresh data

"Precision Marketing" has been abused, cookie database and analysis of the homogeneity trend is serious, how to provide customers with more valuable fresh data has become the industry's core concern. Li introduces the two core differences between national and other data service companies: One is the background data of The advertiser's website, which is monitored by both countries, and keeps track of Lancome, L ' oreal, Coca-Cola, ICBC (601398, Stock bar), PICC Insurance, Disney and other famous corporate websites, Can be very clear to see the user to the ad main site after the behavior, the number of orders, how many registrations, what kind of interest in the car and so on. The data availability, authenticity and conversion rates of these long-term in-depth collaborations are unmatched by other companies.

The second is the difference between the operating system and platform, the country's dual-technology analysis system sold to 500 successful enterprises, has a lot of molding to let advertisers direct operation demo system, can be very intuitive to see backstage also two data analysis and mining process. But Li also introduced, the current precision marketing is still in the process of exploration, hope industry colleagues can withstand loneliness, and continuously enhance the effectiveness and transparency of the data for advertisers to bring more full value of digital marketing.